Millennials: ¿qué factores impulsan sus decisiones de compra?

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CLAVES:

  • Los Millennials representan casi una cuarta parte de la población y gastan alrededor de $200 billones por año en EE.UU.
  • El 70% de los Millennials indica que sus finanzas personales serán buenas o excelentes el próximo año.
  • El 27% de esta generación se califica como Millennial exclusivo, que gana más de $75.000 por año. Apelar a este subgrupo es vital.
  • La mayoría (66%) utiliza Internet para comprar artículos difíciles de encontrar.

Los Millennials fascinan a los vendedores y los minoristas. Estos jóvenes consumidores representan casi una cuarta parte de la población y ya gastan alrededor de $200 billones por año en los EE.UU. de acuerdo con el Intelligence Group, una cifra que debería continuar creciendo a medida que envejecen y se establecen. Pero conseguir que compren ha demostrado ser un desafío. En EE.UU., esta generación tiene intereses diferentes a los de sus predecesores, y los vendedores deben prestar atención a los hábitos de compra únicos de esta generación.

[section label=”Ahorro” anchor=”Ahorro”]

Ahorro

Los Millennials son optimistas sobre su futuro financiero. Según el informe de Nielsen “Consumer Confidence” del segundo trimestre de 2015, aproximadamente el 70% de los Millennials indican que sus finanzas personales serán buenas o excelentes el próximo año. Sin embargo, estos consumidores se han visto afectados por la crisis económica de los últimos años, y el 55% todavía siente que EE.UU. está en recesión económica.

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Fuente: NIELSEN. Q2 2015 Consumer Confidence Report.

Con el dinero limitado, los Millennials son compradores inteligentes por necesidad. El 42% de ellos consulta al menos cuatro fuentes diferentes antes de decidir una compra, según Edelman Digital. Alrededor de un tercio sólo compra cuando tiene un cupón o código promocional. Y más o menos el 40% compra artículos de segunda mano en línea para ahorrar dinero.

NIELSEN. Q2 2015 Consumer Confidence Report. 27 de julio de 2015 [consultado 19-11-2015]. Disponible en: http://www.nielsen.com/us/en/insights/reports/2015/q2-2015-consumer-confidence-report.html

[section label=”Upscale Millennials” anchor=”Upscale Millennials”]

Upscale Millennials

Mientras la lucha económica es una realidad para muchos Millennials, un subconjunto de ellos está prosperando. Aproximadamente el 27% de esta generación se califica como Millennial exclusivo, que gana más de $75.000 por año. El valor medio de patrimonio líquido (activos que producen ingresos, PIA) para los Millennials exclusivos es $157.500, más de 11 veces la media IPA de su generación. Apelar a los deseos y necesidades de los Millennials exclusivos es vital para conseguir a este segmento lucrativo.

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Fuente: NIELSEN. Millennials at the mall: what factors drive young consumers’ retail decisions?.
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Fuente: NIELSEN. Millennials at the mall: what factors drive young consumers’ retail decisions?.

A pesar de tener más dinero para gastar, los Millennials exclusivos son unos amantes de las ofertas también. Aproximadamente el 43% utiliza cupones promocionales al menos una vez al mes.

[section label=”Dinero para lo importante” anchor=”Dinero para lo importante”]

Dinero para lo importante

A pesar de su amor por las ofertas, todos los Millennials están dispuestos a gastar en lo que consideran importante. Como una generación definida por la tecnología, la mayoría de los Millennials no está dispuesto a retrasar la actualización de su ordenador o de su smartphone por ahorrar dinero. Y mientras gastan menos en ropa por ahorrar dinero, el 35% compran ropa con su dinero extra.

De dónde provienen las mercancías es también un factor importante cuando van a comprar. Según Edelman Digital, el 40% prefiere ir a tiendas locales, incluso aunque cueste más. Cuando no están comprando en tiendas locales, prefieren comprar productos fabricados en Estados Unidos. Aproximadamente el 76% de los Millennials con mayor poder adquisitivo y el 73% de la generación total afirman que la compra de productos estadounidenses es importante para ellos.

[section label=”Nativos digitales” anchor=”Nativos digitales”]

Nativos digitales

Alrededor del 92% de los Millennials posee un smartphone, en comparación con el 76% de los Baby Boomers. Dado que la tecnología es una parte integral de sus vidas, es un componente clave en su experiencia de compra. Aproximadamente el 19% de los Millennials y el 31% de los Millennials exclusivos gastaron más de $1000 en línea el pasado año. La mayoría (66%) utiliza Internet para comprar artículos difíciles de encontrar.

[section label=”Atraer a los Millennials” anchor=”Atraer a los Millennials”]

Atraer a los Millennials

Una buena noticia para aquellos que buscan llegar a estos jóvenes consumidores es que, a nivel mundial, confían más en la publicidad, digital y tradicional, en comparación con el resto de generaciones.

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Fuente: NIELSEN. Millennials are most trusting when it comes to advertising.
NIELSEN. Millennials are most trusting when it comes to advertising. 12 de octubre de 2015 [consultado 19-11-2015]. Disponible en: http://www.nielsen.com/us/en/insights/news/2015/millennials-are-most-trusting-when-it-comes-to-advertising.html

Así que los comerciantes se deben aprovechar de estas tendencias, y pueden comunicarse con ellos, teniendo la oportunidad de ver grandes recompensas. Por ejemplo, los minoristas pueden atraer a los Millennials con ofertas y cupones, en especial las promociones exclusivas y personalizadas para ellos. Compartir la historia de una marca puede ayudar a que los Millennials se sientan conectados a dicha marca. Además, los medios sociales y la tecnología móvil se pueden utilizar para profundizar la relación y la lealtad en esta generación.

NIELSEN. Millennials at the mall: what factors drive young consumers’ retail decisions?. 28 de octubre de 2015 [consultado 19-11-2015]. Disponible en: http://www.nielsen.com/us/en/insights/news/2015/millennials-at-the-mall-what-factors-drive-young-consumers-retail-decisions.html
Documento completo: Millennial retail habits.

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NIELSEN. Millennial retail habits. Octubre de 2015 [consultado 19-11-2015]. Disponible en: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/millennials-in-2015-retail.pdf

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